Italy: top ten Youtubers in 2018, by number of interactions

With about 79.5 million interactions, the entertainment channel Me contro te was the Italian YouTube channel with the highest total engagement in 2018. According to data published by Blogmeter, Gaming channel When Gamers Fail ranked second with about 78.7 million interactions. All the channels in this ranking were entertainment channels. When looking at Italy’s most popular YouTube channels based on the number of views rather than number of interactions, Me contro te still ranked at the third place. As of September 2019, the leading entertainment channel in Italy was Warner Music Italy, with more than four billion video views.

How often do Italians use YouTube?

YouTube is very popular in Italy across all age groups. More than half of the population watched content on the platform at least once a day. The most common type of content watched was music videos, but the 16-24 age group also showed a keen interest for YouTubers channels. A quarter of the respondents in the 25-44 age group reported to follow channels related to brands or products.

YouTube during the lockdown

COVID-19 measures taken by the Italian government to contain the outbreak forced many citizens to spend the whole months of March and April 2020 at home. Looking for activities to keep them busy, during the lockdown one Italian out of two increased the time they spent on YouTube.